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This Makers Mark ad is well-placed above a subway terminal in Chicago. The catchphrase, “Delicious Going Down,” is amusing because of the shape of the terminal and the activity of people going down to the subway. The objective of the campaign is to sell more Makers Mark, develop brand awareness, and entertain the city viewers as they go about a somewhat mundane daily commute. The target market is daily commuters, Chicago tourists, and anyone old enough to drink liquor that has a taste for whiskey. (Hey! That’s me! I’m Irish…) The ad wants the target audience to purchase Makers Mark Whiskey, and the promise to consumers is that it is delicious. The value proposition lies in the nature of drinking alcoholic beverages. Perhaps commuters like to imbibe as they travel home, or on an evening out, creating a feeling of relaxation or setting the stage for fun.

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Award: Silver OBIEAdvertiser: The Field MuseumBrand: The Field MuseumTitle of Work: The Greeks

I don’t get to the city much, so subway terminals as outdoor advertising is very intriguing to me. This ad for The Field Museum is a custom installation over a subway terminal that looks like a Trojan Horse. The humor lies in the placement of the installation and the amount of people the subway can hold “inside” the Trojan Horse. The objective of this outdoor campaign is to bring visitors to the natural history museum in Chicago and see a new historical exhibit. The target markets for the campaign are tourists, schools, and city folks who have an interest in natural history. The ad is time specific to this exhibit, and the effectiveness of the campaign can be partially attributed to the Trojan Horse. The ad wants the target audiences to visit The Field Museum, perhaps arriving by the local public transportation. The value proposition is in the educational value of the museum and it’s new exhibit, but also in the experiential nature of the Trojan Horse installation.

Unlike many European countries, the United States is scantily populated with monumental churches, especially Basilicas. This custom installation of stained glass images on a bus terminal, complete with church pew and explanation, wants viewers to feel inspired by the beauty of the St. Josaphat’s Basilica. The objective of the campaign is to raise awareness and funds for the restoration of this beautiful church in Milwaukee. The target market is local city dwellers who may pass by the Basilica on their daily commute. The ad hopes to inspire viewers to help support the preservation of the Basilica. This “Destination of Inspiration” is highlighted briefly by the outdoor terminal, offering a glimpse into the beauty of the church. The value proposition is that a rare, inspirational place of worship will be conserved for the people of Milwaukee and the city’s visitors.

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This outdoor advertisement was created by Adams + Fairway as a public service to honor beloved rocker Prince. I imagine this ad campaign was presented in Prince’s hometown. His song “When Doves Cry,” is immensely popular and the billboard pays tribute to his artistry by featuring a crying dove. The objective of the campaign is to foster a sense of community and create a broad platform for grief over the loss of a well-known musician. The target audience for this campaign is Prince fans and their community. The ad seeks to create a community of support for devastated fans, and to honor his presence in their community. The action and value proposition go hand in hand, by asking the community to reach out to each other in remembrance, and in turn feel comforted by their collective memories of the Artist Formerly Known as Prince.

Being a Harry Potter fan, the addition of Fantastic Beasts and How to Find Them was spectacular! This ad campaign shows the main characters standing in a shredded environment that opens up into the sky behind the billboard. The objective of the campaign is to create buzz and interest in the upcoming film, but also to meld fantasy and reality in the scope of the film’s storyline. The ad aims to solicit ticket sales, create excitement for the movie, and inform viewers of the opening date. Obviously, the action the ad wants viewers to take is to buy movie tickets. The viewer benefits by being immersed in a fantastical film. The value proposition lies in the film’s origin, as a supplemental story to the realm of Harry Potter films. The curiosity about other creatures in the fantasy story induces viewers to go see the film.